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Urban Outfitters wants to become a beauty hub for Gen Alpha. 

Jun 03 2026

Urban Outfitters wants to become a beauty hub for Gen Alpha. Urban Outfitters is already a teen favorite and now it’s banking on Gen Alpha faves like Sol de Janeiro, Boy Smells, and Touchland to court even more young shoppers. (Move over, Sephora!) Urban Outfitters recently announced an exclusive partnership with Yes Day, a skincare line developed by 13-year-old Coco Granderson and Rhode formulator Ron Robinson. They’ve also begun offering products that would be on the top of Gen Alpha’s wish list, like Starface pimple patches printed with Sanrio and Peanuts characters, Miffy fragrances, and stick-on body gems. Aside from its inventory, Urban Outfitters has also leaned into its ambassador network of more than 27K young shoppers who receive discounts in exchange for product feedback to drive sales on new product launches and lines. While it isn’t a top beauty player yet, it’s hoping to stand out with its carefully curated products and Gen Alpha strategy. (BoF)

👀 Read more from YPulse: 4 Tween Girl-Loved Brands You Need to Know

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